“We want to increase our visibility in the media; our company and our products are not known in the market; political decision-makers or investors do not know us well.” Our clients’ challenges often boil down to the word “awareness” and how to increase it.  

Without awareness, a company or product is practically non-existent–at least in the minds of its target groups. In a competitive market, brand awareness is an important differentiator for a company or organization. A well-known company attracts more customers, employees, investors or partners than an unknown player. Awareness is the degree to which both external and internal audiences know a company’s business and strategy, its views on the market, and products or services.   

Research shows that familiarity builds trust. People are more likely to trust and commit to a company and its products or services that they know of. They tend to buy more from a better-known company, invest in or find employment in those companies.  

High awareness is a competitive advantage achieved with communication. Awareness is not an intrinsic value, but the need to increase it stems from the business strategy and goals. 

A company can seek awareness for different things depending on its goals. For example, the need may relate to brand awareness of the company as a whole or to the awareness of its product or service.   

An awareness challenge can also relate to an individual stakeholder. Political decision-makers are not familiar with the company, investors are not aware of the company’s strategy or employees do not understand the importance of the transformation project for the company’s success.   

The most common challenges among our customers are

• Overall awareness of the company’s brand and its business operations in the market and among target groups is low
• Target customers do now know about company’s product or service  
• Investors lack information about company’s business strategy  
• Political decision makers and government officials are not familiar with company’s position on policy  
• Employees lack knowledge e.g. about the business strategy or transformation project  
• Media and journalists do not know the company and its spokespeople resulting in low media visibility. 
• The company thought leadership position is non-existent on market and industry trends.  
• Customers and stakeholders are not aware of the company’s ESG initiatives.  

Manifesto’s solution to increase customers’ awareness is an awareness strategy. It brings together the communication and marketing measures that will help the company to build awareness among its target groups over the long term.  

This awareness strategy is created with the help of an “Awareness Clinic” tool developed by Manifesto. Together with our client, we define the target groups, messages, objectives and communication tools to increase awareness. 

Our services

• Awareness strategy